What has been the impact of Google's new desktop ad layout thus far? Columnist Larry Kim uses data to show who has benefited and who has suffered from the change.

This change — which will see Google show up to four ads above organic search results and remove text ads completely from the right side of desktop search results — is a net positive for paid desktop search and PPC marketers. Yes, really.

Like Kevin Ryan, I’ve been urging people not to panic since this change started rolling out. Plenty of search marketers have overreacted and predicted certain doom, but there is no reason for you to do the same.

With Google, the only constant is change, and we’ve lived through and adapted to huge changes in the past and survived. (Enhanced Campaigns, anyone?)

As always, Google is a zero-sum game. For everyone who wins, someone must lose. In that spirit, I’ve compiled a list of the four biggest winners and losers as a result of Google’s new desktop ad layout so far.